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Fact Sheet 5: Social & Cultural Impacts of Tourism Page 1 of 3

The Social & Cultural Impacts of Tourism

Tourism is a fast growing industry and a valuable sector, contributing significantly to the Australianeconomy. Tourism affects the economy and lives of communities and has proven to be a lifesaverfor many destinations. There are real and perceived fears that are sometimes attributed to tourismand largely related to poorly managed or mass tourism ventures. As with any economic activity,tourism can have negative impacts on communities. These must be minimised and measuredagainst the benefits that tourism brings.

There is some concern that tourism development may lead to destinations losing their culturalidentity by catering for the perceived needs of tourists particularly from international markets.This is based on the observations of other destinations having compromised their sense ofidentity. However, research shows that most tourists travel, not to visit home away from home, butbecause they want to experience the personality and true character of Australian towns,communities and attractions. The tourism experience is different to what they can see or do athome and this includes experiencing the real life and lifestyle of the destinations they visit.Sustainable tourism is thoughtful tourism. It is derived, not contrived.

A community involved in the planning and implementation of tourism has a more positive attitude,is more supportive and has better chance of making a profit than a population passively ruled oroverrun by tourism. One of the core elements of sustainable tourism development is communitydevelopment. This is giving the community the process and capacity to make decisions thatconsider the long-term economy, ecology and equity of all communities.

Tourism benefitsThe economic benefits of tourism are well documented. In 1997/98, tourism consumption inAustralia totalled $58.2 billion contributing 4.5% of Australias total GDP and 6% of its employment.

Services such as tourism act as an economic shock absorber helping to support communities,particularly in rural areas, through economic drought, as services are more recession-proof thangoods. The tourism industry is decentralised meaning that there is little dependence on urbancentres and imports to sustain tourism activity. Sustainable/community based tourism rellies onsmall, locally operated business, local features and products and thrives on entrepreneurial activityfrom individuals.

Especially in community owned/operated businesses the tourist dollar recirculates adding to themultiplier effect to the local economy. Visitors inject money into the community by paying forproducts, services and experiences; largely food, accommodation, travel and entertainment. Whilethe greatest economic benefit is gained from overnight visitors, substantial benefit can also beextracted from through traffic.

Tourism provides opportunities for regional development particularly for regional areas undergoingstructural change. Being a labour intensive industry, with the right encouragement tourism candeliver great employment and training opportunities particularly for young people.

Development of tourism product does not necessarily require building tourist things. Tourism isoften structured around existing points of interest, be it natural, heritage, cultural experiences oreconomic activities. Communities need to overcome the perception that they must build things tobecome a tourist destination. Instead, they must focus on what they do best rather than trying toreplicate other tourist attractions.

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Fact Sheet 5: Social & Cultural Impacts of Tourism Page 2 of 3

Tourism development that leverages existing attributes often brings a range of benefits to hostcommunities. Improved infrastructure (power, water, and telecommunications), access, services(banks, transport) and new investments, all serve to enhance the lifestyles of communities.Community support will follow developments that service the community and provide ongoingbenefits.

Tourism can help foster a sense of community pride as visitors choose to visit a location for areason. However, community pride is generally related to economic prosperity with affluent

communities more likely to take pride in their district. Well-presented towns and well-maintainedfacilities help visitors to feel welcome and can contribute to community pride.

Tourism is an interface for cultural exchange, facilitating the interaction between communities andvisitors (domestic and international). Economic benefits aside, outside contact draws attention tothe host community. People want to interact with other cultures, learn about traditions and evenconfront themselves with new perspectives on life and society. It has been said that travel is ameans to discover those things unknown or forgotten within ourselves. Tourism is largely anexperience driven industry, and local culture is a unique experience more so local personality,hospitality and food than built attractions. The more one knows and learns about a destination,the more fulfilling the experience will be.

Tourism can be used as a tool for raising awareness. Branding of local product and achievements

creates regional identity both nationally and internationally. Tourism can also raise awareness oflocal issues and needs.

There is a global trend towards investment in interpretation of natural and cultural resources.Attraction to natural and heritage icons often helps fund conservation efforts and providesopportunities for effective management of sensitive and significant areas. However, culturalattractions are not the sole drawcard for visitation but provide one of many experiences.

A growing number of cultural celebrations are emerging highlighting important events and payinghomage to ancestry. Cultural events assert cultural identity and help preserve local traditions inyounger generations while influencing visitors firsthand. Australias primary urban areas are multi-cultural and have developed their own unique cultures, however many regional areas are stillheavily influenced by the food and culture of their founders. Tourism allows for local crafts, foodsand personalities to be kept alive while raising funds for the community.

Tourism can boost the preservation and transmission of cultural and historical traditions. Thisoften contributes to the conservation and sustainable management of natural resources, theprotection of local heritage, and a revival of indigenous cultures, cultural arts and crafts.

Negative Impacts of TourismMany of the fears surrounding tourism are closely associated with uncontrolled, unsustainable andmassed tourism growth. Tourism is an industry and is dominated by private enterprise with apurpose of making money by selling experiences. Market led planning can fail to achieve theobjectives of sustainable tourism and has a tendency to forget environmental, social and culturalimpacts. Like all industries, impacts do occur, but the extent to which impacts are negative can be

minimised.

In the extremes, tourism has contributes to a wide range of issues many of which seeminsignificant but detract from the quality of life of local residents. Intrusion on daily life, loss ofprivacy, and a sense of crowding contribute to ill feelings towards tourism development. IN reality,on average, international visitors represent only 0.2% of South Australias population.

Tourism infrastructure is often accused of taking the best sites and local secrets seen as beingspectacles and losing their destination appeal. Planning authorities should ensure that only sitesthat are tourism ready should be selected for tourism development, if necessary.

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Tourism is often seen as the solution to economic hardship rather than a diversification of thelocal economy. It is easy for small communities to become reliant on tourism drawing labour awayfrom staple industries such as agriculture and manufacture.

Tourism is a service and experience based industry. Tourists often have their own set imagesabout destinations before they arrive. Communities should concentrate on what they do best andmust be careful not to manufacture the tourism experience to meet the preconceived touristyideals. It is up to tourism agencies and retailers to ensure that travellers receive accurate

information about destinations.

Many impacts are socio-cultural and an outcome of lack of information, false impressions,misinformation, poor communication and poor knowledge. Negative perceptions and attitudestowards visitors and tourism can also affect tourism/communities. Ill feelings towards tourism,delays/obstructions to tourism product development and lack of council/authority support canprevent tourism from flourishing; perhaps these communities are not ready for tourism. It is easyto blame tourism for any economic, social and environmental problems. Open communicationchannels, proper consultation, transparency and involvement at the community level at all stagesof the planning process can aid in communities taking ownership of their tourism product.

To many people the label tourist has become a negative term; in fact many travellers do notconsider themselves tourists. There is a noticeable shift in attitude in both communities and

travellers to the concept of visitor. The visitor concept reinforces the fact that travellers areguests within a community, and that their stay is a privilege and not a right.

South Australian Community Attitudes SurveyMcGregor Tan Research conducted a community attitudes survey in 2001. The results were verypositive with the majority of South Australians seeing the value of tourism and relateddevelopments. The big challenge is to encourage tourism growth but to ensure that this growth issustainable.

Most South Australians consider that tourism is a positive impact on their region and can besustainable in the future. Concerns were only expressed in environmentally sensitive areas.

South Australian residents recognise that tourism can create employment opportunities and cancreate demand for business. There are high levels of community pride, although there is aperception that tourism places unreasonable demand on communities.

The Town of Gawler Commitment to Sustainable TourismThe Town of Gawler is committed to the sustainable development of tourism services. As aCouncil, the needs of the community are a priority. Many of these needs are directly relevant totourism for example roads, footpaths, bridges, walking trails, parks and gardens and publicamenities.

The Gawler Tourism Strategic Plan: 2005-2009 identified heritage and events as the key tourismstrengths. The Plan sets out clear steps to grow tourism as an industry in the town by utilisingexisting infrastructure and selling the personality of the town. Key objectives of this plan were

incorporated into the Town Strategic Plan.